PROSPECTIVE DIRECTIONS OF MARKETING ACTIVITIES: RESULTS OF THE SURVEY OF SENIOR EXECUTIVES

N.V. Kalenskaya ()
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N.V. Kalenskaya: Kazan Federal University

Annals of marketing-mba, 2019, vol. 4

Abstract: The article presents the results of the research of the attitude of top managers of enterprises and organizations, of different industrial orientation, on the development of marketing activity directions. The research was based on the description of the methodology of behavioral economics within the framework of making managerial decisions under the influence of the situational factor. The study describes the behavioral approach in making managerial decisions by top managers.

Keywords: marketing activity; survey; behavioral economics; management decisions; innovation marketing; service marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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